Solve a problem

Explain how it works

Today I received my new Samsung Galaxy S8+. A month ago, I wasn’t planning on getting a new cell phone. My contract was up, but I was planning to stick with my S6. However, Sprint started sending me emails: first, about the upcoming release of the S8+; next, about all the ways I could buy or lease the device; then, about all the new and improved features; finally, a reminder that the device would be shipping soon. The more I read and researched, the more I thought upgrading wasn’t a bad idea. Now I sit here with the new device in my possession.

Work It Wednesday

This story goes to show that when it comes to promoting a product, you can’t just write one blog post or send a single email to your list. Instead, you need to create what is commonly called a marketing funnel. Your funnel doesn’t have to be complex or big. In fact, one that’s too big might be annoying to some of your subscribers.

Instead, make your funnel simple and targeted. Keep it to 4 to 5 emails that are laser-focused on the same product. That’s how Sprint got me hooked on the idea of the new S8+! If you frequently switch up offers, it’s more difficult to get your subscribers to make a decision to buy.

Design your funnel around a simple pattern like the one that follows and you can’t go wrong.

Email #1: Introduce the Product

Your first email may be the first time your subscribers have heard about this product or it may be the fiftieth. Since you’re not going to know, treat the first email in your funnel as an introduction. You can share what the product is and a few of the features.

You might want to mention why you designed the product or, if you’re selling someone else’s product, introduce the creator and why they created the product.

Email #2: Tell Subscribers Why They Need It

In the second email, richly and compellingly tell your subscribers why they’ll want this product. For example, if your product were an eBook about Facebook Live, you could say, “Facebook now gives preference to videos over text or links. If you want your potential customers to discover you on this platform, you need to be engaging on Facebook Live.”

Email #3: Explain How to Use It

If you are selling a physical product, explain how it works and how it will solve the customer’s problem. If you promote digital products, explain how they can use the item you’re promoting. For example, you might say, “Sally bought my course on Facebook Live, and, a week after implementing it, she’s booked solid; she gave her boss her two weeks’ notice this morning.”

Email #4: Remind Subscribers about It

If you’re like me, you’ve probably left an email in your inbox and forgotten to follow up. Maybe you meant to finalize plans with a friend or you wanted to check out that new membership site that just launched.

Customers are no different. That’s why you want to follow up with a reminder to your subscribers. For example, you could say, “My course on Facebook Live is only available for a couple more days. This is the guide you need if you want to stand out on Facebook’s crowded platform. Buy it now before it’s gone.”

This sample funnel works best when the emails are spread out over a few days. Don’t try to promote everything at once—be intentional about the emails you send your list.